My t
houghts on marketing education by academics
In today’s modern society where many books are available describing easy-to-understand, real marketing tips and enthusiastic experiences by practitioners, what is the true role of academics or scholars in charge of marketing education at colleges and firms? This question is linked directly to academics’ social responsibility regarding what we create as educators and what we can contribute to the real business world. I have been thinking about this fundamental issue almost every day, and I have arrived at the following thought: The foci of marketing education are mastering both “structure” and “techniques” of marketing. For instance, in order to win a game, you need to not only apply the “technique” of the game but also master the “rules” (structure) of play and the process of how the rules were built and rebuilt over time. The structure ofmarketing referred to here is a framework that constitutes a battlefield where marketers compete with one another, and the techniques refer to skills that offer concrete solutions in marketing practice. There is a high expectation of marketing academics to develop outstanding knowledge or theories that will prompt a deep understanding of the structure of this battlefield and also clarify the relationship between the structure and its required techniques. In the world of marketing, the structure may exist in various forms, ranging from one that is long lasting to one that changes after a certain time period. Why is marketing itself necessary for business? (I believe there are companies where marketing is not very important for business.) Why have STP and 4Ps, which marketers normally use, had a positive effect on business development? Furthermore, why have value co-creation efforts become a priority recently? Under what conditions will this structure last? Academics must conduct this type of research and answer these structural questions (logic and mechanisms that make up the structure). I strongly believe that this research should be the core of education delivered by academics to add truly valuable knowledge to the marketing world.
Tetsuya USUI, PhD
Professor of International Marketing and Strategy
Faculty of International Social Sciences, Gakushuin University
1-5-1, Mejiro, Toshima-ku, Tokyo, JAPAN 171-8588
E-mail: tetsuya.usui@gakushuin.ac.jp
Educational Background
Ph.D. Meiji University, Tokyo (2006)
Major: International Marketing
M.C. Meiji University, Tokyo (2002)
Major: International Marketing
B.B.A. Georgia Southern University, U.S.A. (1995)
Majors: Entrepreneurship and Small Business Management
Academic Experience
2022-Present
Professor of International Marketing and Strategy
Faculty of International Social Sciences, Gakushuin University, Tokyo
2016-2022
Professor of International Business and Marketing
College of Law, Nihon University, Tokyo
2008-2016
Associate Professor of International Business and Marketing
College of Law, Nihon University, Tokyo
2006-2008
Assistant Professor of International Business and Marketing
College of Business Management, J.F. Oberlin University, Tokyo
2004-2006
Research Assistant
School of Commerce, Meiji University, Tokyo
2004-2005
Part-time instructor of International Marketing and Global Business Strategy
School of Commerce, Chuo Gakuin University, Chiba
Visiting Positions
2002-2003
Visiting Scholar, Fox School of Business
Temple University, U.S.A.
Professional Associations
- Academy of International Business
- American Marketing Association
- Japan Academy of International Business
- Japan Academy of Multinational Enterprises
- Japan Society of Marketing and Distribution (Japan)
- Academic Association for Organizational Science (Japan)
Professional Services
- Vice President, Japan Academy of International Business, 2021-present
- President, Japan Academy of Multinational Enterprises, 2019-2023
- Vice president, Japan Academy of Multinational Enterprises, 2015-2019
- Board Member, Japan Academy of International Business, 2015-present
- Executive Secretary and Board Member, Academy of Multinational Enterprises, 2011-2015
- Board Member, Transcultural Management Society, 2008-2020